Statistics claim that web video, when executed properly, can triple your opt-in rate at that critical moment when viewers decide to explore or leave your site, and that viewers are far more likely to pass the word to others via viral marketing.

This is essential information for higher education clients.

Recently a prominent University ask us to create a series of web videos—and I was reminded of a recent web video campaign we produced for Washington University School of Law.

The School of Law had a beautifully designed website full of essential information for prospective students. However the University is located in the Midwest, and applicants from the East and West coast believe buffalo still roam the streets. Our charge was not to recreate information on the website, but to showcase St. Louis–the city, parks, and neighborhoods.

We shot the videos on a Vericam with Dave Rutherford as the DP. In the example you’ll see below, we focused on neighborhoods. I love the opening students quote, she’s walking by her favorite Chocolate shop–Bissingers.

In the end the client was pleased. Mary Ann Clifford, Assistant Dean of Admissions, said “When I‘ve been traveling around the country visiting with prospective students who have not been to St. Louis, I just tell them to take a look at the videos to get an idea of what it is like here. They really highlight so much of what is wonderful about Washington U, our students, and St. Louis.”

Let’s hope the next series produces the same reaction!

About the Author

Lori Dowd

Lori Dowd is an award-winning filmmaker and founder of StoryTrack Studio. For over 20 years, she has directed and produced programming for a range of corporate, non-profit, online and broadcast partner/client.